Saturday, April 01, 2006

Marketing Should Promote Values
Over Features, Benefits and Price

Gaining a better understanding of the “other person” is now one of the essential tasks of marketing. Yes, you might respond, this has been true forever. Nothing new in this demand. But there is a new emphasis on taking this knowledge to a level beyond demographic segmentation. Now we have to get at the values and interests that cause individual prospects and customers to make decisions.

Traditional marketing centered on various product features and generally describing benefits to those features, and to emphasize that such features and benefits at the price quoted are a "good buy" or a "better buy" than the competitors offer. Such a marketing approach is, of course, provider focused and not prospect centered. So, it is a weak, and usually unsuccessful, form of marketing in today’s markets.

A marketing strategy built on selling features / benefits / price does not get at the value customers seek. Traditional benefits leaves the customer to sort out from competing messages those that promise to deliver value, as determined by the target.
The prospect is also asked to decide which potential provider may be the best choice without adequately without discussing the potential values offered. Such marketing is usually sub-optimized.

From my point of view marketing should present a story around the values its products uphold and deliver.

Remember how GM successfully launched the Saturn auto with scenes of assembly line workers professing how they cared about what they were building. This value story went directly at the rest of the market that was focused on features and price.

Another example is the series of S. C. Johnson commercials for products such as Windex window cleaner, Pledge furniture polish, Raid insect control, Ziploc resealable plastic bags. The commercials feature the CEO talking about their pledge to provide real value because they are “a family company.” They humanized the company and made us trust them.

Wendy’s Dave Thomas did the same with commercials showing Dave enjoying talking about his burgers.
These companies were getting at value instead of features.

Corporate blogs are a great medium to convey corporate values.

In a blog, company executives and employees can talk about what values they represent. They don’t do this by screaming out “look how trustworthy we are” or such other blatant claims. Instead, they simply present how they think … what they care about comes across in their individual stories.

Hopefully, this is what the customers and prospects for Cincom Systems (where I work) absorb when they visit our “Simplicity” blog. Many of our really smart and caring people write about simplifying business complexity and growing business faster. By sharing their insights freely they provide readers with a huge value without asking for anything in return.

1 Comments:

At 10:31 PM, Anonymous Anonymous said...

Dear Customers ,
Thanks for studying and taking time to read through our company profile and products.
We are phones,ipods,PDA``s and video games distributorship and sellers who deals in it and we make it for very effective ways and purpose to give 1005 customer free care fo our customers.
We are created in year 2003 and we have been trying all we had to make sure that we had a good time and site for our customes to enjoy the good things and every 2 products bought is given a discount of 15% less and buy two phones get one ipod 60gb video free.
the products including phone we sell the labels are brand new ,unlock they are sim free and work with any network and simcards,
T2 Euro spec with operator Logo and also comes with Manual of your Choice including(English,Spanish,Afrikan,czech,Arabic,italia,Switsz,french and many more.).
Also we deliver via DHL,FEDEX and we make sure all duties and tarrif are taking card of by our customer services and in 48hours good and packages will be receive immediately after confirmation and we do have the wire transfer confirmation.
You can look simply in some of our products and you can see the price list and ORDER NOW AND GET BACK TO US BY TWO PRODUCTS GET ONE 60GB IPOD VIDEO FREE!!!.
MOBILE CELL PHONES
NOKIA
Nokia 6020 $110usd
Nokia 7610 $130.99usd
Nokia 9500 $150.99usd
Nokia 6822 $105.99usd
Nokia 3200 $40usd
Nokia 3300 $43usd
Nokia 3660 $45usd
Nokia 5100 $50usd
Nokia 5140 $55usd
Nokia 6100 $104usd
Nokia 6108 $105usd
Nokia 6220 $110usd
Nokia 6230 $107usd
Nokia 6230i$110usd
Nokia 6260 $112usd
Nokia 6270 $80usd
Nokia 6600 $90usd
Nokia 6630 $95usd
Nokia 6610 $100usd
Nokia 6610i$110usd
Nokia 6650 $115usd
Nokia 6670 smart phone $122usd
Nokia 6820 $119
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Nokia 7610 $120usd
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Nokia 7250i $115usd
Nokia 7260 $122.5usd
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Nokia 9500 communicator $155usd
Nokia 9300 communicator.$160usd
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Nokia 6680 $118usd
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Nokia N80 $115usd
Nokia N92 $170usd
Nokia N93 $220usd
Nokia 3250 $190usd
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Samsung d500 $140usd
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Samsung e800 $20usd
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Samsung sgh-p730 $150usd
Samsung sgh-s200 $90usd
Samsung sgh-s300 $70usd
Samsung sgh-s300m $100usd
Samsung sgh-s500 $100usd
Samsung sgh-v200 $110usd
Samsung sgh-x400 $100usd
Samsung sgh-x430 $100usd
Samsung sgh-x600 $100usd
Samsung x450 $100usd
Samsung SCH-i730 $130usd
Samsung SPH-i500 $130usd
Samsung p777 $130usd
Samsung SPH-i330 $135usd
Samsung SCH-A890 $140usd
Sony ericsson
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SONY ERICSSON R520m(UNLOCK)-- $89USD
SONY CMD-Z5--$89USD
SONY ERICSSON R380 World--$89USD
SONY ERICSSON R380s--$69USD
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SONY ERICSSON T610--$109USD
SONY CMD-MZ5--$139USD
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SONY ERICSSON P800(UNLOCK)-- US$145
SONY ERICSSON P900(UNLOCK)---US$148
SONY ERICSSON P980i(UNLOCK)---US$145
SONYERICSSON P990i JUST FOR ...$180USD
SONYERICSSON P910i JUST FOR ...$190USD
SONY ERICSSON W800i AT JUST $130usd
SONY ERICSSON S700i AT JUST $100usd
SONY ERICSSON Z800i AT JUST $200usd
SONY ERICSSON Z700i AT JUST $160usd
SONY ERICSSON w810i AT JUST $210USD
SONY ERICSSON w900i AT JUST $210USD
Motorola
Motorola a388c $230usd
Motorola a760 $250usd
Motorola a768 $170usd
Motorola a768i $200usd
Motorola a780 $300usd
Motorola c550 $90usd
Motorola c650 $100usd
Motorola e365 $100usd
Motorola e398 $120usd
Motorola i860 $120usd
MOTOROLA V300[UNLOCK]C/R--$100USD
MOTOROLA V400[UNLOCK]C/R--$115USD
MTOROLA T720 C/R[CINGULAR]--US$80
MOTOROLA V600---$120USD
MOTOROLA L6 JUST FOR $160USD
MOTOROLA L7 JUST FOR $170USD
MOTOROLA V3 RAZ JUST FOR..$100USD BLACK COLOR
MOTOROLA V3 RAZ JUST FOR..$130USD SILVER COLOR
MOTOROLA V3 RAZ JUST FOR..$145USD PINK COLOR
MOTOROLA MPX 220 AT JUST $100usd,
MOTOROLA MPX 300 AT JUST $120usd,
MOTOROLA V661 AT JUST $130USD
SIDE-KICK
T-Mobile Sidekick II Cell Phone........$100USD
T-Mobile Sidekick II....................$80USD
Sidekick II T-Mobile with Color Screen...$120USD
T-Mobile Sidekick II TMO to Go Prepaid Phone...$110USD
T-Mobile Sidekick II Phone (T-Mobile)......$100USD
T-Mobile Sidekick II T-Mobile Replacement Phone...$130USD
T-Mobile Sidekick - Data Only Product Features..$90USD
T-Mobile SideKick II.............$100USD
Mobile Sidekick II................$100USD
Mobile Sidekick III................$120USD
Sidekick III Wood Look Skin & Screen Protector Brand New .....$160USD
Sidekick II Red Sparkle Skin/Screen Protector Cover New ......$130USD
Danger hiptop / T-Mobile Sidekick Universal FM Radio .........$140USD
i90c -- $100USD
i30sx --$103USD
i88s -- $40USD
i35s -- $30USD
i58sr --$55USD
i2000 --$50USD
i850 ---$105usd
i930 ---$110usd
LAPTOPS
Acer TravelMate 1.3GHz Celeron M 256MB/40GB CD-RW/DVD ;;$250USD
Acer Aspire 1.5GHz Celeron 256MB Laptop Computer 192028 ;;;$399USD
Electrovaya - PP120A - Power Pad 120 ;;; $250USD
IntelliStation A Pro 622439U Red Hat Enterprise Linux 3 ;;; $500USD
IntelliStation A Pro 622439U with NVIDIA Quadro FX 3000 ;;$500USD
IntelliStation A Pro 6224 Opteron 248 36.4 2.2GHz 2GB ;;;$500USD
Low Price Averatec Notebook ;;;;$320USD
Gateway 2000 Solo 2100 2200 Lenmar LBGT2100L Battery ;;;$110USD
IBM Thinkpad T42 1.7GHz 512MB 40GB CD-RW/DVD 15" XGA ;;$400USD
IBM ThinkPad X41 Tablet PC 1.5GHz 1.5GB 60GB Bluetooth;;;$500USD
IBM Thinkpad T43 1.86GHz 2GB 60GB DVD Burner 14.1" SXGA ;;;$650USD
IBM Thinkpad R52 1.73GHz 768MB 40GB CD-RW/DVD 15" XGA ;;;;$330USD
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IBM Thinkpad T43 PM 1.86GHz 1GB 40GB CDRW DVD WiFi XP ;;$400USD
IBM Thinkpad T43 2GHz 1GB 60GB Multiburner ABG WiFi XP ;;;$620USD
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IBM Thinkpad X41 PM 1.5GHz 1GB 40GB B/G WiFi Win XP ;;$400USD
IBM Thinkpad X41 Tablet PM 1.5GHz 512MB 40GB B/G WiFi ;;;$500USD
IBM Thinkpad T43 2.0GHz 2GB 80GB Bluetooth 14.1" SXGA+ ;;;$550USD
Dell Inspiron 8500 PIV 2.6GHz 30GB 512MB CDRW-DVD ROM ;;$400USD
Dell Latitude D600 PM 1.4GHz 40GB 512MB DVD-R Burner;;;; $330USD
Dell Latitude C600 850MHz Pentium IIl 256MB/20GB CD-RW ;;$300USD
Dell Latitude C640 Intel Pentium 4-M 2.0GHz 14.1-inch ...;;;$480USD
HP Laptops DV4307CL 1GB 100GB DVDRW 15.4" Free Bundle;;;;$300USD
High End HP Laptop 1GB 100GB DVDRW 15.4 WXGA Brightview ;;$320USD
Sager 9750 Laptop ;;$550USD
Compaq/Hewlett Packard 1GHz Laptop ;;;$350USD
Toshiba Satellite A55-S1064 15" Laptop w/ 1.60GHz Intel;;;$250USD
Toshiba libretto U100 Laptop Computer ;;;;;;;;;;;;;;$450USD
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Sager 5720 Laptop ;;;;$750USD
SONY VAIO PM 1.86GHz 1GB 40GB CDRW DVD WiFi XP ;;;$350USD
SONY VAIO T43 2GHz 1GB 60GB Multiburner ABG WiFi XP ;;;$720USD
SONY VAIO X40 1.5GHz 1.28GB 40GB UltraBase Combo X41;;;$700USD
SONY VAIO X41 PM 1.5GHz 1GB 40GB B/G WiFi Win XP ;;;;;$450USD
SONY VAIO X41 Tablet PM 1.5GHz 512MB 40GB B/G WiFi ;;;$480USD
SONY VAIO T43 2.0GHz 2GB 80GB Bluetooth 14.1" SXGA+ ;;;$500USD
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Sony KDE-55XBR950 55 Inch HDTV WEGA Plasma TV --- $1000
Samsung HP-R6372 63-Inch Plasma Television ----$1000
Samsung 54 Inch Rear Projection HDTV Monitor Television FOR JUST $300
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42" Wide-Screen Rear Projection HDTV Monitor Television FOR JUST $305
43" Wide Screen HDTV Monitor Television with DLP™ FOR JUST $300
Samsung HCN4727W projection HDTV
20" TV SamsungTXN2020 FOR JUST $290
50 inch. Plasma Samsung FOR JUST $300
42 in. Plasma EDTV Monitor Samsung
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HCM4216W 42" Wide-Screen Rear Projection HDTV FOR JUST $310
TXM2790F 27" Flat Stereo Television with DVD Component Video Input 27" Flat Stereo FOR JUST $320
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Panasonic TH-42PX50U Television.....$1000USD
Panasonic TH-50PX50U Television.....$1500USD
Panasonic TH-42PWD6UY Television....$500USD
Panasonic TH-42PD25U/P Television...$400USD
Panasonic TH-42PHD8UK Television....$450USD
Panasonic TH-65PHD7UY Television....$2500USD
Pioneer PDP-5050HD Television.......$1000USD
Panasonic TH-37PX50U Television....$500USD
Panasonic TH-42PX500U Television...$800USD
Sony KLV-32M1 Television.........$400USD
Sony PFM-42V1/S Television.........$500USD
Sony KDE-61XBR950 Television......$5000USD
Sony KDE-42XBR950 Television......$1000USD
Sony PFM-42X1/S Television.......$500USD
Sony KDE-42XS955 Television......$550USD
Sony FWD-50PX1/S Television.....$1200USD
Samsung HP-R4252 Television........$500USD
Samsung LN-R328W - LCD TV - 32....$500usd
Samsung LN-R408D - LCD TV - 40....$800usd
Samsung LT-P326W - LCD TV - 32....$650usd
Samsung LTM 225W - LCD TV - 22....$500usd
Samsung PPM63H3-plasma panel 63...$1500usd
Samsung HP-P5071 50-inch 1366X768 HD Plasma TV Ref.....$800usd
Samsung HPP5031 - plasma panel - 50...$1000usd
Pioneer PDP-5050HD Television.......$1000USD
Sharp 32" Aquos HD-Ready LCD TV....$500usd.
PDA's
HP IPaq Pocket PC H4150 === $125USD
Asus MyPal A716 === $115USD
HP IPaq Pocket PC H4350 === $120USD
Toshiba Pocket PC E405 ====== $100USD
Sony Clie PEG-TH55 ====== $120USD
Toshiba Pocket PC E800 ===== $130USD
PalmOne Zire 72===== $100USD
PalmOne Tungsten E === $70USD
PalmOne Tungsten C ==== $120USD
PalmOne Zire 31 ===== $50USD
palm Treo 650====$140USD
VIDEO GAMES
play station 1... $120USD
play station 2 ...$130USD
play station 3...$150USD
x_box 360....$200USD
GARMIN 396...$150USD
Game boy latext edition......$110USD
this games are brand new sealed in black company Box.
IPODS
Apple 20 GB iPod ......$45USD
Apple 4 GB iPod Mini Pink M9435LL/A ......$40USD
Apple 40 GB iPod photo......$40USD
Apple 4 GB iPod Mini Silver M9160LL/A ....$40USD
Apple 60 GB iPod Photo M9830LL/A.....$60USD
Apple 60 GB iPod photo .....55 USD
Apple 30 GB iPod Photo M9829LL/A....$50USD
Apple 512 MB iPod Shuffle MP3 Player......$40USD
Apple 4 GB iPod Mini Blue M9436LL/A.......$45USD
Apple 2 GB iPod Nano.....$50USD
Apple 4 GB iPod Nano.........$60USD
Apple 30 GB iPod Vidoe......$110USD
Apple 60 GB iPod Vidoe......$150USD
The best awards and adV specialties supplier on the Net
auctioning-Sidekick and Ipod
many on-line mobile telephones. Wholesale & Retail Ship From: NIG · To
Worldwide {Since2003}
Conditional
Regards
Kano Road,block 4
Liasu
Lag.NG
Mrs Shaunle Sam
+234-1-8502266
+234-80-58126539
madefreephojen@hotmail.com

 

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